Would You Get a "Gummy Bear" Boob Job?

Never doubt social media’s ability to repackage and refresh every possible aesthetic choice. Creamy blue nails suddenly become a “blueberry milk manicure” (okay, that might have been the work of this very website) and short fringe is rebranded into “halo bangs," but it’s a practice that’s not as frivolous as it may seem. Psychologically, these snappy, attention-grabbing names have the power to transform how you think about trends and treatments, and that includes cosmetic surgery.

Enter the viral “gummy bear” boob job, a type of implant with a name so TikTok-friendly that it’s appealing to patients who never even considered an augmentation before. Really, gummy bear breast implants are exactly what they sound like. Made of a more cohesive silicone gel, they’re squishy and malleable but still manage to hold their original shape remarkably well—not unlike a classic Haribo gummy bear. For patients seeking a more natural-looking breast augmentation, they’re something of a gold standard, and while you may just now be hearing about them, they're already a go-to choice for celebrities and influencers alike. 

What Is a "Gummy Bear" Implant?

Many people still conjure a distinctly ‘90s image when they think of a breast implant—either the globular, hard-seeming look favored by Playboy pinups and early reality stars, or a softer gel that looks a little more authentic, but ripples and moves. "Gummy bear" implants, mainstream since 2012, are arguably the most realistic-looking implants out there. “The biggest advantage of using a cohesive implant is better shape retention, a natural feel, upper pole fullness, and minimal gel migration if the shell ruptures,” explains Dr. Ran Stark, double board-certified plastic surgeon. Conversely, older silicone gel implants (and saline implants, too, though those are rapidly falling out of favor) have a greater tendency to ripple, lose their shape, and have a less-than-realistic feel. 

These implants work on a chemical level to maintain their original form, with cross-linked molecules holding fast to one another for more physical cohesion. Dr. Rian A. Maercks, ABPS Board Certified Plastic Surgeon, tells Byrdie that the connotative “gummy bear” name is reassuring for prospective patients, who are largely requesting subtler augmentations these days. The implant itself, though, is only a small part of a larger picture. “A good implant placed in the wrong pocket, without soft-tissue support, can still look artificial, animate with muscle contraction, or bottom out,” he says. Even if you know you want to go with an ultra-cohesive gummy bear material, the implant size, profile, and placement, along with individual lifestyle, must be taken into serious account, too. Dr. Maercks also emphasizes the importance of long-term support when making the decision to undergo augmentation altogether. 

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For those considering the procedure, know that a decent amount of maintenance comes with implants as well. Cost of the initial surgery varies greatly by region and surgeon (right now, the average ranges anywhere from $7,000-$15,000 all in), and you’ll need a bit of dedication to upkeep as well. Dr. Stark notes that ultrasounds or MRIs are necessary every few years to keep abreast (sorry) of potential complications, and eventually, all implants will need to be replaced—they’re “not a forever device,” he explains. 

The Rise of "Gummy Bear" Implants

Still, boob jobs remain the second most-popular cosmetic surgery in America, only ranking behind liposuction, and many doctors are anecdotally reporting upticks in requests for them. This is partially driven by changing perceptions of what a boob job can actually look like in practice—as in, demure and natural—but it’s likely also fueled by celebrities and influencers getting candid about what procedures they’re undergoing. Kylie Jenner made headlines when she shared the details of her own boob job with fans on social media, down to their exact size, placement, and which surgeon did it. This sort of crowd-sourced information is leading prospective patients down research rabbit holes, and Dr. Stark shares that he’s noticed a real increase in how knowledgeable patients are coming into their consultations, armed with research gathered from social media and AI. “A lot of patients today even come in requesting a specific company and type of implant,” he says, calling it the biggest change he’s noticed in the past year. 

In a lot of ways, the virality of the gummy bear boob job echoes shifting trends in every category. When the “quiet luxury” movement swept through social media, it affected fashion, beauty, home decor, and yes, body aesthetics too. It’s easy to draw a through-line between no-makeup makeup and no-boob job boob jobs—the modern ideal isn’t less artificial so much as less visibly artificial. With a whole new world of possibilities available for everyday patients, the staggeringly popular procedure might still reach new heights yet.